The document discusses trends in digital media, social media, mobile technology and their impact on business. It notes that social media usage and mobile adoption are growing rapidly, transforming marketing and requiring companies to engage where customers are online. It emphasizes the importance of listening to customers and having a strategic social media presence, while acknowledging challenges around perceived risks to productivity and security that companies face in integrating social tools.

1. The Big Online Picture
Where Today’s Digital Landscape Is Going
Neville Hobson
@jangles
www.nevillehobson.com #mipaa
March 20, 2012

2. 7,000,000,000
http://www.viewsoftheworld.net/?p=1660
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3. Global Voices
http://www.vincos.it/world-map-of-social-networks/
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4. Global Voices
http://www.plusdemographics.com/country_report.php
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5. At the End of 2011…
■ 800+ million users on Facebook ■ 8,868 tweets per second in
August for the MTV Video Music
■ 200 million users added to Awards
Facebook during 2011
■ $50,000 raised for charity by
■ 350 million Facebook users that the most retweeted tweet of
log in to the service using their 2011
mobile phone
■ 39 million Tumblr blogs
■ 225 million Twitter accounts
■ 70 million WordPress blogs
■ 100 million active Twitter users
■ 1 billion messages sent with
■ 18.1 million people following Lady WhatsApp during one day
Gaga on Twitter (October 2011)
■ 250 million tweets per day ■ 2.6 billion worldwide IM
(October 2011) accounts
■ #egypt was the number one hashtag ■ 2.4 billion social networking
on Twitter accounts worldwide
http://royal.pingdom.com/2012/01/17/internet-2011-in-numbers/
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6. Anyone with an opinion
and an internet connection
can influence someone else
about your brand
and the things you care about.
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7. The Effect on Our Daily Lives
■ Disruptive ■ Blurs Personal
And Business
■ Exciting
■ Unbalances The
■ Challenging
Work-Life
■ Gives You An
■ Endless
Edge
Opportunities
■ Puts You At The
■ Transformative
Edge
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8. #mipaa

9. http://youtu.be/a6cNdhOKwi0
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10. #mipaa

11. http://edition.cnn.com/2011/10/18/tech/innovation/ford-vehicles-read-texts-
mashable/index.html
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12. http://online.wsj.com/article/SB10001424052970203824904577213041944082370.html
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13. Wall Street Journal Feb 10, 2012
http://online.wsj.com/article/SB10001424052970203824904577213041944082370.html
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14. The Web
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15. The Global Business Picture
■ US-based companies
continue to dominate
■ Apple, Google,
Amazon, Facebook
remain mega-leaders
■ But Chinese,
Japanese, Russian
companies on the
rise
KPCB Internet Trends 2011 / October 2011
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16. The Law and the Web
■ Huge challenges
− Can contemporary online society
connect with traditional legal
constructs?
− What has to change?
■ The EU “Cookie Law”
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17. The Law and the Web
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18. The Law and the Web
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19. Cloud Computing
1. Cloud computing will allow everybody
to be a service provider
− The infrastructure to do things is
no longer a limiting factor
− Focus will shift to application and
business services
2. Employees will be able to use any
device to access, transact and
manage their work
3. A new class of real time,
personalized service provider will
emerge
− Develop partnerships to exploit the
advantages of big data, social media
and mobility
“The Future of Cloud Computing: Industry Predictions for 2012” Cloud Computing Journal, Nov 4, 2011
http://cloudcomputing.sys-con.com/node/2040343
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20. HTML5
1. 5th revision of the HTML
standard
− Still under development
2. Is HTML5 replacing Adobe
Flash?
− Apple vs Adobe
− Implications for businesses
3. Appealing to app developers
esp for mobile*
* http://corbinball.wordpress.com/2011/10/06/four-out-of-of-twelve-technology-trends-to-watch-for-2012-
html5-will-become-the-standard-for-many-event-mobile-applications/
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21. http://on.wsj.com/sKc4Oy
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22. UI 1. The decades-old “desktop
user interface model” is
changing
− Windows, icons, menus,
pointers
2. Evolution to mobile-centric
interfaces emphasizing
touch, gesture, search,
voice and video
− Touch an integral part of
Windows 8, releasing during
2012
3. Applications likely to
shift to more focused and
simple apps that can be
assembled into more complex
solutions
− Drive the need for new user
interface design skills
“Gartner Identifies the Top 10 Strategic Technologies for 2012,” Oct 18, 2011
http://www.gartner.com/it/page.jsp?id=1826214
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23. Engagement
■ Increasingly an
expectation
■ Increasingly
common on
mainstream
media
websites
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24. Game Changers
■ IBM study of 1,734 ■ More than 50% of CMOs told
IBM “We‟re not ready”
CMOs in 64 countries
■ Four biggest
challenges identified:
1. Explosion of data
2. Social media
3. Proliferation of
channels and devices
4. Shifting consumer
demographics
“From Stretched to Strengthened: The IBM Global CMO Study” October 2011
http://ibm.com/cmostudy
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25. Marketing Trends
■ Intense focus:
1. Social media
2. Data-driven analytics
3. CRM
4. Mobile apps
“Customer Data, Social Media Top Marketing Priorities for CMOs Worldwide” November 1, 2011
http://www.emarketer.com/Article.aspx?R=1008667
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26. Priorities
■ Top 3:
1. Customers
2. Mobile apps
3. Social media
“Customer Data, Social Media Top Marketing Priorities for CMOs Worldwide” November 1, 2011
http://www.emarketer.com/Article.aspx?R=1008667
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27. Mobile
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28. Trend: Mobile 1. Business imperative:
making your website work
for mobile devices
2. Mobile eclipses computers:
the “Post PC Era”
− The Post-PC Era may or may
not be coming, but there
is no question that the
Mobile Era is here
3. Smartphones have become an
integral part of people‟s
daily lives wherever they
are
4. We use smartphones as an
extension - even a
replacement - of our
desktop computers
− As we multi-task and
consume other media
Chart: http://www.fastcodesign.com/1663953/infographic-of-the-day-15-facts-about-the-internet-in-2015
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29. Major Impacts
■ Battle for Platform Supremacy
iOS / Android / Windows / BlackBerry
■ Rapid Growth
Mobile search, mobile advertising
■ Mobile Apps + Advertising
„Explosive growth‟ from 2012 onwards
■ Location-Based Services
Enriching the business of engagement
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30. Top Tips
■ Make sure you can be found via mobile search
− Consumers regularly use their phones to find and act on
information
■ Incorporate location-based products and
services and make it easy for mobile
customers to reach you
− Local information seeking is common among smartphone users
■ Develop a comprehensive cross-channel
strategy
− Mobile shoppers use their phones in-store, online and via
mobile website and apps to research and make purchase
decisions
“Smartphone user study shows mobile movement under way” Google, April 2011
http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html
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31. Social Media
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32. Social Media Is…
■ Disruptive, challenging established orders,
hierarchies and cultures
■ About people and what they do with technology
tools
■ About change and connecting with changes in
society, the marketplace, the workplace
■ About calculating risk to enable employer
and employee to confidently engage in the new
landscape
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33. Why Social Media Matters
■ Increasing importance of word-of-
mouth on consumer behaviour
including recommendations and
actual purchasing
■ Social media amplifies and
accelerates word-of-mouth, rapidly
shaping and influencing opinion
■ Social media can help foster a
genuine connection between a
company and its stakeholders
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34. 67 members
In 2011,
of the FTSE 100
were actively engaged
in social media.
http://dl.dropbox.com/u/17133652/ThreePipe%20Supplement_Final.pdf
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35. The benefits of taking a calculated risk
to embrace social media as
a legitimate business tool
are clear and compelling to many companies
who have taken the first steps.
http://www.its-elementary-watson.com/how-social-is-the-ftse-100/
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36. ■ While use of social media
is widespread among tech
firms, some specifics are
missing from the execution
– notably, listening and
measurement – which dents
the overall effectiveness
of such use.
“One in Five Technology Firms Has Rejected a Job
Applicant Because of Social Media Profile” –
Eurocom Worldwide Annual Survey, March 2012.
http://www.eurocompr.com/prfitem.asp?id=14921
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37. http://en.wikipedia.org/wiki/The_Scream
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38. ■ Fear of perceived security risks in allowing
employees access to social media tools and channels
− “What if someone stole our secrets or released them without
permission, or brought a virus into our network?”
■ Uncertainty over the effects of losing
control
− “Isn‟t there a huge risk that employees will say something
they shouldn‟t if we don‟t monitor what they‟re allowed to
do?”
■ Doubt over productivity
− “Surely it increases the chances for employees to waste
time?”
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39. #mipaa

40. Permit not Prohibit
■ Companies most ready for social media don‟t block,
experience fewer and less damaging crises1
■ None of the top 100 best US companies to work for blocks
employee access to social media: not a single one 2
1: http://www.web-strategist.com/blog/2011/08/31/report-social-media-crises-on-rise-be-prepared-by-climbing-the-
social-business-hierarchy-of-needs/
2: http://www.stopblocking.org/?p=169
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41. Employees Don’t Need Your Network
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42. “ You can‟t just dabble in
social media. You can‟t use
them only when things are
good. You have to deal with
rain as well as sunshine.
And I‟m convinced that the
upside outweighs the
downside.
If a company, or even its
chief executive, doesn‟t
have a presence on social
networks today, that company
risks not being in the
conversation at all. Over
time, I believe, that can be
fatal to a business.
#mipaa
http://hbr.org/2010/12/how-i-did-it-best-buys-ceo-on-learning-to-love-social-media/ar/1
”

43. What You Need to Know
1. Know – with precision – who the influencers and opinion-
leaders are
2. Know your “share of conversation” vs “share of voice”
3. Know where conversations are occurring that matter
4. Know how news is shared and by whom
5. Know of issues before they become mainstream
6. Know the right keywords that drive search
7. Know who to follow or friend
8. Know what content your customers care about
9. Know who is defining your brand, pro or con
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44. There Are a Lot of Tools…
Monitoring
Tactical Strategic
Listening
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45. Major Impacts
■ An Irresistible Force
Social media usage is increasing rapidly and
dramatically; businesses of all shapes and sizes
are embracing it
■ Evolving into „Social Business‟
More than just a buzzword?
■ The Enterprise Goes Back to School
The business that‟s not “fluent in social” will be
at a competitive disadvantage
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46. Key: Integrated Communication
 Social media is not
stand-alone or a
separate activity
 Long-term activity and
resource commitment
 Integral to your
marketing and
communication mix
 Integral to the
success of your
business
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47. “The rise of the socially
connected consumer warrants much
more than attention; it requires an
understanding of what motivates
”
them to click, act, and share.
Brian Solis
Author
“The End of Business As Usual”
November 2011
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48. ■ Right
Now?
What Can You Do?
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49. Calculated Risk
1. Recognize change
2. Make a deal with your employees to
eliminate FUD
3. Be where your customers are
4. Listen
5. Permit not prohibit
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50. Start Here 1. Listen
2. Give up control
3. Be natural
4. Make a commitment
5. Be where your customers are
6. Learn to deal with negativity
7. Be humble
8. Have a clear and measurable
objective
9. Develop a plan
10. Listen
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51. Thank You
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